Essays on Consumer Behaviour: Review of Psychological State of Consumer Coursework

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The paper "Consumer Behaviour: Review of Psychological State of Consumer" is a good example of marketing coursework.   The emotional aspect of consumers plays a critical role in their behaviour within the business psychological operation context of consumer behaviour. Choices by consumers are believed to emanate a rational analysis of available alternatives, but in reality, emotions contribute to a great deal and in many cases have an upper hand in decision determination. The aspect of emotion is an essential component in virtually every decision made by consumers. Whenever consumers are confronted by decision-making instances, emotions from previous experiences similar to the current one bring about values to be attached in the option to be considered.

Emotions form a fundamental reason why consumers have preferences in certain brand name products. This essay evaluates five studies (Mogilner, Aaker and Kamvar 2011; Zhou, Wildschut, Sedikides, Shi and Feng 2011; Muro and Murray 2012; Lysonski and Durvasua 2013; Valentine and Powers 2013) in respect to consumer behaviour touching on consumer’ s attribute of emotion and its influence on their psychology. The study commences by outlining a brief description of the various studies under consideration, followed by their scope, methodologies used in data collection, major findings and limitations.

The essay will terminate with a conclusion of the studies with respect to consumer behaviour based on emotions and eventually give further recommendations. The various studies present various perspective and discussions on diverse concepts in an emotional attribute of consumers. Mogilner et al. (2011) look into happiness as an aspect of emotion and how it affects consumer choice with the fundamental concept being the emotional attribute that is affected to bring about pleasing feeling to impact on the preference of brand products.

Consumers’ pleasantness determines the type of choice to be made with respect to the mood aroused. Muro and Murray (2012) critically look into the arousal regulation of mood effects in the choice made by consumers. Nevertheless, the emotional attribute can be termed to effect on the aspect of charity preference. Zhou, Wildschut et al. (2012) evaluates nostalgia and its impact on consumer preferences in the form of charitable events. Further, for effective decision making in product choice, emotional aspect greatly contributes to favouring the prevailing psychological feeling of the consumer.

Lysonski and Durvasua (2013) evaluate the aspect of decision making by looking into various styles in retailing coming outs as mindsets and psychological impacts evolve. Finally, Valentine and Powers (2013) critically discuss and assesses the values and lifestyles of generation Y to present the emotional aspect and its variance with regard to varying market segments. This study specifically presents the emotional aspect with respect to the given market segment. Scope and Objectives of the Studies Reviewed The emotional aspect of consumer behaviour broadly spans the feelings affecting overall choices and preferences for brand products.

The studies under review bring out various perspectives and diverse scope with respect to emotion in the context of consumer behaviour and psychological context. The prevailing state of an individual’ s mind has a direct impact on their emotional attribute and preference made. Valentine and Powers (2013) aimed at examining the Generation Y with respect to giving a descriptive typology and provide insights into the media habits of the market segment under analysis. Emotions impact on the preferences of consumers with regards to the brand product and preferences depicting its connection as a psychological attribute to consumer behaviour.

Albeit feelings being intrinsic among humans who constitute the consumers in this context, emotion comes out within consumer behaviour attributes with respect to market persuasion circumstances and influences to the psychological state of the consumer. Mogilner et al. (2011) evaluate consumers’ happiness with resultant choices emanating from the dynamic nature influenced by consumer moods and feelings. Thus, to considerably understand consumer purchase behaviour, it is inevitable to evaluate the aspect of human emotion and incorporate the paramount influence of emotions on decision making.



Lysonki, S. and Durvasula, S., 2013. Consumer Decision Making Styles in Retailing. Evolutions of Mindsets and Psychological Impacts. Journal of Consumer Marketing. Vol. 30, Iss. 1, pp. 75-87. Doi. 10.1108/07363761311290858.

Mogilner, C., Aaker, J. and Kamvar, S., 2011.How Happiness affects Choice. Journal of Consumer Research, Inc. Vol. 39, no. 2, pp. 429-443. Doi: 10.1086/663774.

Muro, F. and Murray, K., 2012. An Arousal Regulation Explanation of Mood Effects on Consumer Choice. Journal of Consumer Research, Inc. Vol. 39, no. 3, pp. 574-584. Doi: 10.1086/664040.

Valentine, D. and Powers, T., 2013. Generation Y Values and Lifestyle Segments. Journal of Consumer Marketing. Vol. 30, Iss. 7, pp. 597-606.

Zhou, X., Wildschut, T., Sedikides, C., Shi, K. and Feng, C., 2011. Nostalgia: The Gift that Keeps on Giving. Journal of Consumer Research, Inc. Vol. 39, no. 1, pp. 39-50. Doi: 10.1086/662199.


McGraw, A., Schwartz, J. and Tetlock, p., 2011. From the Commercial to the Communal: Reframing Taboo Trade-Offs in Religious and Pharmaceutical Marketing. Journal of Consumer Research, Inc. Vol. 39. No. 1, pp. 157-173. Doi: 10.1086/662070.

Shwa, C.,, 2011. The DNA of Consumer Experience: How Emotions Drive Value. International Journal of Market Research. Vol. 53, no. 1, pp. 127-129.

Smith, A. and Reynolds, N., 2009. Affect and Cognition as Predictors of Behavioural Intentions towards Services. International Marketing Review. Vol. 26, no, 6, pp. 580-600.

Watson, L. and Spence, M., 2007. Causes and Consequences of Emotions on Consumer Behaviour- A Review and Integrative Cognitive Appraisal Theory. European Journal of Marketing. Vol. 41, no. 5/6, pp. 487-511.

White, C., 2010. The Impact of Emotions on Service Quality, Satisfaction, and Positive Word- of-Mouth Intentions over Time. Journal of Marketing. Vol. 26, no. 5/6, pp 381-394.

Williams, P., 2013. Emotions and Consumer Behaviour: Winter 2013 Research Curation. Journal of Consumer Research, Inc. Vol. 40, no. 5, pp. viii-xi. Doi: 10.1086/674429.

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